La comunicación digital del FC Barcelona y el Real Madrid CF y su percepción por los periodistas deportivos.Digital communication of FC Barcelona and Real Madrid CF and its perception by sports journalists

Sánchez, Fernando

doi:10.5783/rirp-4-2012-12-277-298

Cited by 5 publications

(2 citation statements)

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“…Partiendo de la información secundaria para obtener estadísticas que hagan posible contextualizar la investigación, el estudio de caso permite llegar a la unidad de análisis Real Madrid para obtener los resultados exploratorios y descriptivos (Eisenhardt, 1989) y generar información primaria a partir de las entrevistas en profundidad, que contemplan las diferentes perspectivas que convergen en el fenómeno estudiado. no se puede obviar que las entrevistas en profundidad han sido utilizadas metodológicamente en otras investigaciones relacionadas con el análisis de las marcas deportivas, especialmente en el análisis del caso del fútbol español y Real Madrid (Ginesta Portet, 2011;Lobillo Mora y Muñoz Vela, 2016;Olabe Sánchez, 2012;sanahuja peris, 2013).…”

Section: Metodologíaunclassified

La aportación internacional de la marca Real Madrid a la ciudad de Madrid (España) como destino turístico de eventos deportivos

Viniegra¹

2018

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España es uno de los destinos turísticos preferidos internacionalmente por su oferta de ocio y cultural, por lo que la ciudad de Madrid podría mejorar su posicionamiento como destino cultural y de negocios a partir del interés internacional por los megaeventos deportivos. A partir del caso de estudio de Real Madrid como marca deportiva, se realiza una investigación cualitativa que genera información primaria mediante entrevistas en profundidad a expertos que permite realizar un análisis discursivo y establecer la aportación que Real Madrid puede hacer a la marca país España y a la marca ciudad Madrid. Los resultados permiten afirmar que Real Madrid aporta al city marketing de Madrid una diferenciación basada en valores, emociones y experiencias, y alcanza a un turista extranjero cuyo perfil y preferencias son similares en ambos casos.

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Section: Metodologíaunclassified

La aportación internacional de la marca Real Madrid a la ciudad de Madrid (España) como destino turístico de eventos deportivos

Viniegra¹

2018

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“…Sotelo (2012) analysed the use of social media by Spanish football clubs and explained that clubs are not only in a testimonial way in social media, they are part of them. Other studies such as Olabe (2012) or Lobillo and Muñoz (2016) also analysed the use of social media by the biggest Spanish football clubs, focusing on how they used Twitter to promote the internationalization of their brand. Recent research, as López de Ayala, Fernández and Catalina-García (2018), analyse how golf clubs transmit different types of messages (educational, lifestyle, contests, questions or raffles), including messages that directly appeal to the interlocutor, such as greetings, which are more effective in generating interactivity (López de Ayala, Catalina-García and Fernández, 2018).…”

Section: Introductionmentioning

confidence: 99%

Spanish Winter Olympic athlete’s communication on Instagram

Abuín-Penas¹,

Martínez-Patiño²,

González³

2019

Journal of Human Sport and Exercise - 2019 - Spring Conferences of Sports Science

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Social media have become an increasingly popular tool for athletes to share content with their followers. This study's purpose was to contribute to the understanding of athlete communication on Instagram by focusing on the communication strategies of the Spanish Winter Olympic team during 2018, when the PyeongChang Olympic Games were held. Content analysis was performed on 990 Instagram posts collected through the Instagram Scraper tool, analysing a wide variety of data such as the number of likes and comments, the format of the publication, the use hashtags or the text of each post. The data was processed in Excel. Although the analysis is in process, some preliminary results can be provided. All the 13 athletes from the Spanish Olympic team who participated in the PyeongChang Olympic Winter Games use Instagram. His followers range from 1,413 by Imanol Rojoy to 259,432 by Javier Fernández. In 2018 they published on Instagram between 24 and 191 posts, a total of 990 contributions (90.61% of images and 9.39% of videos), which generated more than 2 and a half million likes and almost 40,000 comments. Findings from these preliminary results suggest that, in general, Instagram is revealed as an effective tool for Olympic athletes when it comes to generating visibility among their audiences and fan engagement increases during the celebration of an international mega event as the Olympic Winter Games. Relationship between interaction and the post type or resources usedRegarding the relationship between the post type and the interaction, it is verified that photos obtain similar average of likes, while, videos have received a higher average of comments.On the other hand, it has been observed that the posts that used hashtags (#) obtained a little higher average of likes, reaching an average of 2810,96 likes per post, compared to the posts that did not use hashtags, which obtained an average of 2306,65 likes. In this case the result is similar when it comes to the average of comments, the posts that used hashtags received an average of 41,34 comments, in comparison with the posts that did not use hashtags, which received an average of 34,96 comments.

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Spanish football clubs and social media visibility: The case of LaLiga EA Sports (2023/24 season)

Herrero-Gutiérrez

2024

ONLINE J COMMUN MEDIA TECHNOL

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This article quantitatively analyzes the social media visibility of the football clubs playing in the First Division of the Spanish Football League, known as LaLiga EA Sports, for sponsorship purposes. The study is based on the analysis of the presence of the 20 teams playing in the 2023/24 season of LaLiga EA Sports, on the social networks Facebook, X, Instagram and YouTube. The “language used” in the Spanish social media accounts of these clubs is also studied as a variable on a sub-sample. The results indicate that 100% of the clubs analyzed have official accounts on Facebook, X, Instagram and YouTube. While some clubs are only present in these four social networks, some are present in up to eight. The article ranks the clubs according to number of followers on their social networks. In this regard, two clubs stand out above the rest: Real Madrid and FC Barcelona. On the other hand, in global terms, Instagram is the social network with the largest quantitative following. It was also found that all clubs follow a low number of accounts, although with very different proportions. Finally, with regards to the analysis of the “language” used in their Spanish social media accounts, the clubs use, as expected, Spanish, but also English and even the language of their autonomous community.

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La comunicación digital del FC Barcelona y el Real Madrid CF y su percepción por los periodistas deportivos.Digital communication of FC Barcelona and Real Madrid CF and its perception by sports journalists

Cited by 5 publications

References 0 publications

La aportación internacional de la marca Real Madrid a la ciudad de Madrid (España) como destino turístico de eventos deportivos

La aportación internacional de la marca Real Madrid a la ciudad de Madrid (España) como destino turístico de eventos deportivos

Spanish Winter Olympic athlete’s communication on Instagram

Spanish football clubs and social media visibility: The case of LaLiga EA Sports (2023/24 season)

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